Posted by Ric Garrido

Accor Hotels had a global press conference September 13, 2011 to announce a new strategic plan for rebranding a large portion of its economy and midscale segment hotels among the 4,200+ hotels in the French based chain. A new hotel loyalty program name with Le Club Accorhotels replaces A|Club.

The major change in the Accor brands structure is the creation of an Ibis Mega Brand with over 1,500 hotels by rebranding midscale all seasons to Ibis Styles and the Etap brand becomes Ibis Budget.

  • Ibis
  • Ibis Styles (currently all seasons)
  • Ibis Budget (currently Etap)

Accor Hotels has global reach with over 15 brands from economy (etap, Formule 1, Motel 6) to its flagship luxury brand Sofitel Hotels.

The Accor Hotels chain is proportionally far heavier in the economy hotel market segment with about 2,200 hotels in brands like etap, Formule 1, Hotel F1 and Motel 6. The two upscale hotel brands of Novotel and Mercure at 1,100 hotels are far larger than the global Hyatt chain at under 500 properties and match the total hotel presence of Starwood Hotels.

Sofitel was divided up into separate brands when Accor added Pullman Hotels and MGallery Hotels and these upper upscale and luxury brands hold about 220 hotels.

Le Club Accorhotels, formerly A|Club is the loyalty program for Accor Hotels that excludes several hotel brands from the economy segment of the Accor family. Only about 2,300 hotels participate in the loyalty program and more than 1,700 hotels in Motel 6, Etap and Formule 1 are excluded from A|Club for earning points.

It remains to be seen what the loyalty program changes might be, if any.

Etap hotels are not currently included in A|Club points earning. The Ibis Budget hotel brand could be added to Le Club Accorhotels and increase the earning potential for members by 400 hotels globally. No word on that aspect of the loyalty program came out of the press conference.

Moderator StarFlyerGold of the FlyerTalk Accor forum  states Le Club will launch beginning 2012.

 

A|Club Loyalty Program Basics

A|Club operates differently from other points-based major hotel loyalty programs. The earning side is similar in that members earn points based on hotel spend at the rate of 2 points/1€ at Sofitel, Pullman, MGallery, Novotel, Suite Novotel, Mercure and Adagio Hotels. Ibis and all seasons earn 1 point/1€. Global and property specific promotions offer bonus points for member stays just like other loyalty programs.

A|Club Earn Rate

2 points per EUR

  • Sofitel,
  • Pullman,
  • MGallery,
  • Novotel,
  • Suite Novotel,
  • Mercure,
  • Adagio Hotels

1 point per EUR

  • Ibis
  • all seasons (to be rebranded Ibis Styles)

The different aspect of A|Club is the redemption side of points. Points can be exchanged for hotel cash vouchers to redeem for hotel stays. Hotels are not divided into hotel redemption categories, the system used in most major hotel loyalty programs.

2,000 A|Club points can be exchanged for one US$60 voucher or in a variety of other currencies.

  • 2,000 points = US$60
  • 2,000 points = 60 AUD (Australia) =US$62.18
  • 2,000 points = 30 GBP (UK) = US$47.36
  • 2,000 points = 40 EUR =US$55.19
  • 2,000 points = 90 BRL (Brazil) = US$51.95

There is room for currency leverage when traveling with Accor Hotels. Even with a hotel currency exchange rate somewhat lower than a credit charge rate, I’d think the 60AUD voucher would be worth more than the 30GBP voucher.

The past two years A|Club has run a summer special allowing redemption of A|Club cash certificates for payment at Motel 6.

Redeeming a voucher at a Motel 6 is not going to earn loyalty points, however, when redeeming a loyalty hotel voucher at a Motel 6 you are getting the same US$60 cash discount that you would get when redeeming the voucher for a paid room at the Sofitel Chicago.

Sofitel Chicago

 

Accor Hotels Brands

  • Sofitel (120 luxury segement hotels)
  • Pullman (60 hotels in upper upscale market)
  • MGallery (40 hotels in upper upscale market)
  • Novotel (400 hotels in upscale market)
  • Suite Novotel (30 hotels in upscale market)
  • Mercure and Grand Mercure (700+ hotels in upscale market)
  • Adagio (33 extended-stay apartment hotels)
  • Ibis (900+ hotels in midscale market)
  • Ibis styles (formerly all seasons brand – 140 hotels in midscale market with about 30 in Australia)
  • Ibis budget (formerly etap – 430 hotels in economy market)
  • Formule 1 (360 economy hotels with 80 outside France)
  • Hotel F1 (260 budget hotels in France)
  • Motel 6 and Studio 6 (1,100+ economy hotels in U.S. and Canada)

Loyalty Traveler Analysis

What changes will be made to A|Club as it becomes Le Club Accorhotels remains to be seen. Potentially the number of properties available to members for earning loyalty points could increase. The multifaceted loyalty programs among Accorhotels could be consolidated. No details have emerged in the strategic plan for the evolution of Le Club Accorhotels.

Motel 6 still  remains mostly neglected as an Accor family brand in the loyalty program. Remember that pets stay free in Motel 6 and a US$60 A|Club voucher is worth as much at a Motel 6 as a Sofitel Hotel.

Story Update: Sep 19 – This morning I just saw the Bloomberg News story from September 13 stating Accor is interested in selling Motel 6/Studio 6 brand.

15 Responses

  1. Officially voucher paid stays don’t earn points according to the A-Club T&Cs, it happens but it shouldn’t. Luckily the Accor system can be a bit ropey.

    Le Club Accorhotels comes into effect at the beginning of 2012. At this point Accor told me that they are unsure of any programme changes.

    Comment by starflyergold on September 18th, 2011 at 10:26 am
  2. @starflyergold – Thanks for pointing out the actual practice when using Accor A|Club vouchers. I deleted the statement about earning points on voucher payment stays.

    I’m interested to see if there will be any substantive changes to A|Club in Le Club Accorhotels.

  3. [...] Loyalty Traveler posts: Le Club Accor Hotels Loyalty Program - Basics Sep 18, [...]

  4. [...] is a Loyalty Traveler post from September 2011 where I give an overview of A|Club loyalty program and Accor Hotel brand descriptions. Since then [...]

  5. [...] Here is an article I wrote in September 2011 giving some basics of A|Club hotel loyalty program. [...]

  6. [...] Here is an article I wrote in September 2011 giving some basics of A|Club hotel loyalty program. [...]

  7. [...] Here is an article I wrote in September 2011 giving some basics of A|Club hotel loyalty program. [...]

  8. [...] Le Club Accorhotels to replace A|Club loyalty program for Accor. Ibis incorporates All Seasons and and Etap to become mega-brand. Loyalty Traveler post on changes Sep 18, 2011. [...]

  9. [...] Le Club Accorhotels to replace A|Club loyalty program for Accor. Ibis incorporates All Seasons and and Etap to become mega-brand. Loyalty Traveler post on changes Sep 18, 2011. [...]

  10. How effective is your Customer Loyalty Program in terms of delivering an overall Marketing Transformation?
    To find the answer visit us at http://www.goldmancommunications.com/CLE2012w.pdf

    Comment by Brand Loyalty on February 18th, 2012 at 7:24 am
  11. [...] Le Club Accorhotels to replace A|Club loyalty program for Accor. Ibis incorporates All Seasons and and Etap to become mega-brand. Loyalty Traveler post on changes Sep 18, 2011. [...]

  12. [...] Le Club Accorhotels and Ibis becomes a superbrand (September 18, 2012) This post describes the hotel brands of Accor and the A|Club loyalty program basics. [...]

  13. [...] Le Club Accorhotels replaced A|Club loyalty program for Accor on March 28, 2012. Ibis incorporates All Seasons and and Etap to become mega-brand. Loyalty Traveler post on changes Sep 18, 2011. [...]

  14. This Loality programme is USELESS !!!!!
    I was in Geneva in November – after a while the points showed up OK on my account. Then in May I went to Brussels and stayed at Novotel. After i came back they canceled my points from Geneva.
    They say, that the room wasn’t booked via a legal website for earning miles… but hey AccorDudes – the points was perfectly OK from November to May … now they are not – NOWHERE in the information is listed any site or limitations in their booking. Thats why my conlclussion is, that this is USELESS and I will NEVER ever stay at a hotel in that system again. Cheating their costumers!

    Comment by G Svendsen on June 9th, 2012 at 2:53 pm
  15. [...] Le Club Accorhotels replaced A|Club loyalty program for Accor on March 28, 2012. Ibis incorporates All Seasons and and Etap to become mega-brand. Loyalty Traveler post on changes Sep 18, 2011. [...]

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